THIAGO
CRUZ

The Inactivity Tracker

We created the world’s first Inactivity Tracker, for Joe Boxer Pajamas. Like the FitBit, the Inactivity Tracker is a wearable device that connects to an app. Unlike the FitBit, it rewards users for doing nothing, allowing them to reach levels like "Couch Commander", "Cryogenic" and "You Rock!" The Inactivity Tracker was launched with an event at a Kmart store in NYC and it was also available for purchase online.

To promote it, we launched an hour-long film with some pretty epic inactivity.

Phone-life Balance

Forty years ago, Motorola invented the cell phone. Cut to 2017, and mobile has changed the way we eat, bank, shop, learn, consult our doctors, and connect to
loved ones. Yet while the smartphone can enrich our lives and bring us closer
to those who are far away, it sometimes separates us from those who are right
in front of us. In fact, according to Morgan Stanley, more than 91% of us have a phone
within arm’s reach 24 hours a day. So we launched the Phone-life Balance campaign, asking
people around the world to examine their smartphone behavior.

Watch the case study:

Below are some of the individual pieces that were part of this global effort.

To begin, we raised awareness around the issue by filming real people on
real vacations mindlessly scrolling their trips away:

Then, we released a social experiment that examines our mobile
behavior in the real world:

We also scanned people’s brainwaves and turned the data into artistic visualisations, so everyone could see the difference between virtual experiences and real ones.

Go Small or Go Home

Trade shows are
usually seen as an opportunity for brands to do something flashy and loud to attract major retailers. But that’s not our style. Lenovo as a brand
believes that different is better. So in a trade show setting, where all other brands were trying to go big, we went small.

Color For The Colorblind

Valspar is one the world’s largest paint companies. But we found out that more than 300 million people in the world are colorblind. So we started asking ourselves, what if there was a way we could make colorblind people experience color for the first time? At first, it seemed impossible. Until we partnered with EnChroma.

Hollywood Is Running Out of Ideas

We all enjoy watching a superhero movie every now and then. But let’s face it, at some point we’ll have to start asking ourselves: how many Fast&Furious sequels does the world really need?

Chicken Corsage

Client: KFC
Product: #HowDoYouKFCRole: Concept / Art Direction

KFC wanted to reach a younger audience. But the truth is, young people couldn’t care less about KFC. The brand simply wasn’t even on their radars anymore. So as part of the big #HowDoYouKFC campaign, which spanned everything from package and store design, to TV, to social, we also created this film:

I know what you’re thinking... “So?”... The thing is, as soon as the video was posted, we also made real Chicken Corsages available for purchase online. Next thing we knew, people were talking about KFC again.

Check out the whole story here:

Ecoscapes

Valspar wanted a distinct way to generate awareness of their Reserve line of paint, free of harmful chemicals and noxious gases. Our idea was to actually use the paint to get the message out. We screen-printed these posters using actual Valspar Reserve paint, and used the real paint swatch’s names to reveal the benefits of the environmentally friendly paint. The posters were launched on Earth Day 2015 and were used as out-of-home, wild postings and POS, as well as on Facebook sending limited-edition prints to the first sharers of the post.

#HowDoYouKFC

Client: KFC Product: Brand PlatformRole: Concept / Art Direction

In order to launch and sustain the ambitious #HowDoYouKFC campaign, we created a lot of content. The strategy was to use the videos to start conversations with different communities online. Here’s a small sampling of some stuff I enjoyed making.

The Chicken Sled
This is one of the videos we launched during the 2014 Winter Olympics in Sochi.

Chicken Arm Wrestling
We invited professional wrestler Colt Cabana and his nemesis Cliff Compton for an epic battle. They said yes.

Chicken YogaThis is a series of online yoga classes, meant to be released as online episodes, as well as in a long form DVD class.

Taste the Feeling posters

We designed these posters as part of the launch of the new global campaign, Taste the Feeling. The campaign strategy was to move away from the grand gestures of the “Happiness” era, and instead compare the feeling of drinking a Coke to the small feelings we all experience everyday.

One in Three

This project is grounded in the frightening statistic that one in three women worldwide have been victim of physical or sexual abuse. During the week leading up to International Women’s Day, we partnered with Equality Now and dating app Happn to launch a campaign called ‘One in Three’. It was launched simultaneously in twenty one cities around the world, including Paris, Hong Kong, London, Madrid, New York, and Sao Paulo, among others.